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regelmæssighed rabatkuponer

SMP modellen – Segmentering
King’s sushi sælger Sushi og andet asiatisk mad, dette er en del af et meget stort marked alene her i Odense, bare på en hurtig Google søgning kan man se at der er alene er tyve sushi restauranter i Odense midtby. King’s giver med regelmæssighed rabatkuponer ud på deres hjemmeside eller i restauranten for at tiltrække flere kunder, men et af King’s problemer er at de har tre forskellige hjemmesider og kunderne bliver tit forvirrede over det. Derfor er det King’s ønske som sagt at gruppen skal lave en hjemmeside hvor kunderne tydeligt kan se hvilke afdelinger der er hvilke samt bestille take-away fra den.
Ud fra de forskellige skemaer har gruppen lavet tre forskellige segmenter som passer til spørgeskemaernes resultater.

Disse segmenter er ikke nok alene så gruppen har valgt at bruge SMUK modellen til at lave en videreudvikling af målgruppen, Smuk modellen kan ses i afsnittet under dette og viser hvordan de tre segmenter passer ind i King’s
Segment 1:
Det første segment med denne model er meget god mulighed for en primær målgruppe, da de er meget nemme at få adgang til via reklamer. Den store fordel er helt klart de sociale medier, både brugeren af hjemmesiden og deres pårørende er der. Den høje konkurrence er et problem ved dette segment, men tilgængeligheden vejer op mod dette problem.

Segment 2:
Det andet segment er lige som det første bortset fra at det er en del bredere da det indeholder begge køn, dog er det lige så bredt aldersmæssigt som det første segment, problemet med dette segment er at der kan være stor forskel selvom det er samme aldersgruppe mellem mænd og kvinder, samt den høje konkurrence er dette segment svær at appellere til.

Segment 3:
Det tredje segment er ikke nær så bredt som de to andre da testningen viste at ikke nær så mange kunder var af denne aldersgruppe, dette segment er også sværere at få fat i, så konklusionen på research og de to modeller ville være at dette segment skal være den sekundære målgruppe da der ikke bliver taget meget opsyn med dem.

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